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Birkenstock Vs. The Law: Can Sandals Be Art?

Birkenstock sandals are an undisputed icon—embraced by counterculture movements, medical professionals, and fashionistas alike. But are they art? The German Federal Court of Justice doesn’t think so.

The Legal Battle Over Birkenstock’s Design

On February 20, Germany’s highest civil court ruled that Birkenstock’s signature sandals, while distinctive, do not qualify as art and are therefore not protected by copyright. The case, brought by the shoemaker against three competitors—including German retailer Tchibo—aimed to block the sale of similar wide-strapped, big-buckle sandals. Birkenstock claimed its designs were “copyright-protected works of applied art,” deserving of stronger intellectual property protection than ordinary consumer goods.

However, the court disagreed, concluding that functionality and craftsmanship outweighed artistic merit in this instance.

The Design Vs. Art Debate

Under German law, copyright protection extends 70 years after the creator’s death, while design protection lasts only 25 years from the product’s launch. With some of Birkenstock’s original designs dating back to the 1970s, many had already lost design protection. The company’s legal team sought to classify them as art, arguing their “iconic design” warranted extended copyright safeguards.

However, the court determined that products influenced by technical requirements and functional constraints do not meet the threshold for copyright protection. “For a work of applied art to be copyright-protected, it must reveal a distinct level of individuality beyond mere utility,” the ruling stated.

A Legacy Beyond The Courtroom

Birkenstock’s legal setback comes as the brand continues to expand its reach. Once a favorite among hippies and healthcare professionals, the brand experienced a pop culture renaissance following Margot Robbie’s pink Birkenstock cameo in the 2023 blockbuster Barbie.

Founded in 1774 and run by the Birkenstock family for six generations, the company transitioned to new ownership in 2021 when U.S. private equity firm L Catterton—backed by French billionaire Bernard Arnault’s luxury empire LVMH—acquired a majority stake. Birkenstock went public in 2023, cementing its status as both a heritage brand and a lucrative fashion player.

While Birkenstock’s sandals may not be art in the eyes of the law, their enduring cultural impact is undeniable. Whether they remain a symbol of comfort or a statement of style, their place in fashion history is already secured.

Amazon Deepens Prime Video Shopping With New X-Ray And Lens Features

Amazon is adding new shopping features to Prime Video, allowing viewers to discover products connected to thousands of titles through its existing X-Ray experience.

The company is also introducing “Shop the Scene,” powered by its Lens visual search technology, alongside updates designed to connect video content more directly with shopping.

From Viewing To Shopping

The new tools build on Shop the Show, launched last year through Amazon’s mobile shopping app. Previously, viewers had to search for “shop the show” to find products related to a program.

Now, X-Ray users can open a Shop tab directly from Fire TV to see products associated with the title. Purchases are completed through the Amazon Shopping app, which can recognize the content being watched and open a synchronized product feed.

The app can also identify what is playing and take viewers directly to a storefront, removing the need for a separate search.

Amazon Targets Shoppable Streaming

Amazon is joining a broader push to combine entertainment and commerce. YouTube offers creator merchandise and shoppable connected-TV ads, while Peacock has tested shoppable programming through Must ShopTV.

Roku has enabled shopping through its remote, while Disney has experimented with shoppable television across Disney+, Hulu and ESPN.

Shop The Scene Uses Visual Search

“Shop the Scene” uses Amazon Lens to identify products or similar items based on what appears on screen, including clothing and home decor.

Exact matches will not always be available because some costumes and other items are custom-made, high-end or unavailable through Amazon sellers. The feature can instead help viewers find similar products or recreate a particular style.

Shop the Scene is available on iOS and Android in the U.S. across more than 600 titles. Meanwhile, Shop the Show is expanding from 1,300 titles to more than 8,000, including Prime Originals, selected licensed content and live sports.

For Amazon, the changes bring shopping closer to the viewing experience, potentially creating another way to generate commerce from Prime Video’s audience.

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